Display & Design Ideas - June 2009 - (Page 48)

48 | Think Tank Choreographing the complete brand experience Katie Sprague Lori Mukoyama G etting a chorus line to kick together, in perfect time, may look simple from the audience. But the audience doesn’t see the hours spent choreographing each dancer’s every move before the curtain rises. Like a Broadway production, today’s thriving brands rely not on a single star, but on seamless group synchronization. Myriad moving parts—from merchandising and a digital footprint to in-store design and display—must work together to create the total brand experience. For designers, producing that experience means casting an eye beyond layouts and finishes; it means stepping into the role of brand choreographer. The role of brand choreographer breaks down into four steps: 2)Do the legwork. After defining the brand, conduct a competitive audit to define the unclaimed area—the “white space”—where it can best succeed. Even brands as seemingly similar as Target and Wal-Mart have taken different positions on the retail stage. One showcases designer goods made affordable, while the other puts value pricing in the limelight. Clear positioning establishes a brand’s niche, while giving it room to maneuver as the market shifts. 1) Conduct an audit(ion). • Who are you? • What do you sell? • To whom do you sell? Just as choreographers put dancers through their paces at an audition, designers start with an audit to define the brand’s character. They review the business, asking their clients: • What sets you apart from your competition? These questions quickly reveal any misalignment between brand identity and store design. A few years ago, RTKL Associates worked with a wellknown home accessories chain. Our brand audit revealed a disconnect between audience and appearance. The store’s design, which was heavy on dark woods, would have been ideal for a tobacconist targeting men. But for a home décor retailer aiming at women, it was out of synch. In this case, lightening the atmosphere brightened the sales outlook. All this legwork sets the stage for effective environmental design. Here, the role of the brand choreographer truly comes into focus. Every aspect of the retail experience takes its turn, from lighting and merchandise display to the music, and even the scents, that fill the air. Savvy brand choreographers bring every element into step with the retailer’s image. Shoppers strolling through the mall may never realize the same cast and crew produced many of the store designs they see. Designers who once showcased a signature style now embrace a chameleon-like quality. (The exception: “starchitects,” selected because their iconic image mirrors a particular brand’s identity.) 3)Turn to design. 4)Get ready for the reviews. Before brand choreographers can take their bows, they must first gauge how well the new store environment plays to the most important audience: the retail customer. As part of the larger brand experience, store design contributes to retail visits, customer loyalty and, ultimately, sales. Benchmarking these variables at the outset allows designers to track their success. For an encore, a feedback loop monitoring customer response helps keep the retail environment fresh and relevant—a fitting close to a well-choreographed brand experience. —Katie Sprague is a vice president in the RTKL Associates Inc. Los Angeles office, and Lori Mukoyama is a principal of RTKL who heads up the retail environments studio in the firm’s Chicago office. | June 2009 www.ddimagazine.com http://www.ddimagazine.com

Table of Contents for the Digital Edition of Display & Design Ideas - June 2009

Display & Design Ideas - June 2009
Contents
From the Editor
Newsworthy
Consumer Insights
Quick Tips
Greentailing
Editor’s Choice
Design Snapshot
Marketing & Branding Super Section
Channel Focus: Cosmetics/Beauty
Liz Claiborne
Shopper Insights
Logos: Then & Now
Starbucks
POP Products
T&T
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank

Display & Design Ideas - June 2009

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